为豪华加上“全路况”标签 贾鸣镝：坚持为用户提供顶级美式豪华体验

Core Insights - Lincoln is integrating Chinese culture into its branding strategy, as seen in its collaborations and immersive designs at auto shows [1][3] - The company emphasizes the importance of scarcity and emotional value in luxury branding, aiming to connect with consumers through cultural elements [3] Group 1: Business Strategy - Lincoln is adopting a "lightweight operation" strategy, focusing on a "small but beautiful" brand positioning to enhance competitiveness in a challenging market [5] - The "Spark Plan" was launched to recruit dealers, promoting flexible facilities, lighter investments, and streamlined personnel to optimize network coverage [5][6] - The company is reducing dealership space requirements while maintaining functionality, allowing dealers to invest savings into marketing and employee compensation [6] Group 2: Financial Performance - The financial burden on dealers has significantly decreased, with investment costs reduced from 40-60 million yuan to 4 million yuan for returns of 2 million yuan, and 1.5 million yuan for returns of 700,000 yuan [6] - The lightweight model has improved dealer financial performance, with a reported 0.5% cost and a sales return rate (ROS) of 1.2%, the highest among luxury brands [7] Group 3: Product Strategy - Lincoln introduced three new models at the Shanghai Auto Show, emphasizing a "full road condition" label for many vehicles, showcasing their capability alongside comfort and luxury [8][9] - The company is implementing a "one-price" model for new vehicles to enhance pricing transparency and reduce consumer decision-making time [9] - Future product strategies include enhancing existing models, expanding the product matrix by 2030, and maintaining a focus on providing top-tier luxury experiences [9]